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Wellington’s domestic tourism campaign sees record-breaking results

15 Oct 2015

One year on from the launch of Wellington’s latest domestic tourism campaign ‘It’s never just a weekend when it’s in Wellington’, the capital is more popular than ever with New Zealanders.

Its never just Berry Culture Yoghurt Cart
A still from the campaign TV commercial

Latest Ministry of Business, Innovation and Employment (MBIE) data shows more than 1.5 million domestic commercial guest nights were spent in the capital  over the period from the campaign launch last October to August 2015.  This equates to a 5.6% growth on the same period a year before, or an additional 82,973 commercial guest nights.

David Perks, Chief Executive of Positively Wellington Tourism, part of the Wellington Regional Economic Development Agency, (WREDA) says the campaign has been a great success.

“We’re very happy with the response to the campaign, which captured the energy and personality of Wellington, while showcasing just how much fun you can pack into a short visit or a long weekend.

“More than half of the months since the campaign launched have hit all-time highs for domestic guest nights, helping Wellington set new 12-month total guest night records every month since November.”

Wellington hotels have seen the benefits of the strong domestic performance, Mr Perks says.

“Our partner hotels have reported an average occupancy rate of 76% in the year since the campaign launched, up from 72% in the 12 months before. In this environment, we’re seeing growing interest in investment in hotel development and refurbishment across Wellington.”

Chris Whelan, Chief Executive of WREDA, says the domestic campaign is part of an integrated effort to drive economic performance through visitation.

“Domestic tourism is worth a billion dollars a year to Wellington. In the last 12 months we’ve seen strong growth, helped by a series of major events, a coordinated winter events strategy, conference business and a record summer season. The essential underpinning is a strong, compelling and consistent narrative showcasing Wellington as a place with a distinct character and vibrancy.” 

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